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FPFC sells out today's expo, great walk-in registration

The Fresh Produce & Floral Council, which pioneered the concept of regional trade shows more than 25 years ago, is holding its Northern California Expo today at the Alameda Fairgrounds in Pleasanton, CA. As in the previous years, this year's show is a sell-out.

The all-day event differs a bit from its Southern California Expo counterpart held in July, as today's Expo is strictly a trade show with no additional programming.

FPFC President Carissa Mace said the council's Northern California committee plans the event and surveys the locals each year to gauge the type of Expo desired, and the trade show concept has been the order of the day for the past several years.

The Expo was slated to open the doors at 9 a.m. for an hour of mingling over coffee and light breakfast fare before the show floor opens at 10 a.m. The show floor will remain open until 3:30 p.m., with a box lunch served at noon, designed to keep the flow moving through the aisles.

Ms. Mace said the close proximity to Safeway headquarters -- as well as easy access to other Northern California retailers, including Save Mart and Raley's -- means significant chain presence at the show. In addition, Northern California has a very strong independent retail community, which also shows up in big numbers. Among those pre-registered were multiple attendees from Mollie Stones, Grocery Outlet and Mi Pueblo, among many others.

"We also have a very strong walk-up registration at this event," said the FPFC president. "Much more than we get in Southern California. By the end of the day we will probably have 70 or more additional registrations, which will be very heavy toward independent retailers and foodservice operators, including many chefs."

The forerunner to the FPFC Southern California Expo began in the 1980s as the nation's first regional produce trade show. The Northern California Expo was added to the council's lineup of events after the turn of this century in the mid-aughts.

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